Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Marketo

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Creating epic customer experiences Navigating the challenges of the evolving marketing landscape can be a massive hurdle for any company. It’s no longer about whether you're targeting B2B or B2C markets, but rather 'B2E' – business to everything, everyone, everywhere. In the B2E world, it’s important to understand that buying behaviours have converged and are now driven by both technological and cultural change. Based on the results of a new European survey of B2B buyers and marketers, Jamie will share insights on how human nature and customer nurture are key to attracting and retaining today’s customers. Key takeaways include: - Understand the impact of generational attitudes and social norms - Identify potential flashpoints in your demand generation funnel - Learn how to deliver Account-Based Experiences that drive revenue

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Creating epic customer experiences
Jamie Anderson | EMEA President, Digital Experience, Marketo, an Adobe company | @collsdad

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Creating Epic Customer Experiences
J A M I E A N D E R S O N
President EMEA, Digital Experience - Marketo, An Adobe company

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
PERSONAL • B2B • B2C
#AdobeSummit @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
48% of business have lost sales because
they have failed to engage customers
#AdobeSummit @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
PURPOSE
#AdobeSummit @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
FLAWLESSLY?
Gen X Millennial Gen Z
THE GENERATIONAL IMPACT
#AdobeSummit @collsdad

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The
emergence
of business
to everyone
#AdobeSummit @collsdad

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T H E G E N E R AT I O N G A M E
#AdobeSummit @collsdad

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C R E AT E E P I C E X P E R I E N C E S
#AdobeSummit @collsdad

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27% cited ‘too much jargon’
among factors that drive disengagement
33% want clearly stated messages
in language they understand
#AdobeSummit @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Key takeaways
ACTION #1: T h e G e n e r a t i o n G a m e
Purpose matters most at the beginning of the buying process, and is critical to making
it into the consideration set. Once in the consideration set focus on your product or
service capabilities
ACTION #2: C r e a t e E p i c E x p e r i e n c e s
In a B2E world delivering a consistent personalised experience to your customers &
prospect is the solution to winning more business
Action 3#: C l e a r C o m m u n i c a t i o n s
Avoid jargon, aim for authenticity and clarity in your communications
#AdobeSummit @collsdad

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#AdobeSummit @collsdad

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Jamie Anderson
Email: jamie.anderson@adobe.com
Twitter: @collsdad

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
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Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves. Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language? You'll learn: -Dos and Don’ts of account segmentation -Creative ways to think through programs and activities -How to connect with your customers in meaningful ways

Prove Your Marketing Impact: The Fundamentals of Marketing Attribution

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Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business. You'll learn: -Why attribution is essential to modern marketing teams -How to establish marketing KPIs that align with business objectives -How to think like the C-suite in your marketing strategy and reporting

Prove and Improve Your Marketing Impact in 2021

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Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path. Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

What's in Store for Marketing Operations in 2021

Marketo

As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing. Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021. In this webinar, you'll learn: -Tips and best practices on how to integrate new technologies into your mix -Predictions about what's yet to come in marketing operations this year -How to prioritize and structure your team for success

Demand Generation New Year Planning Session: How to Stand Out in 2021

Marketo

An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line. So, what happens in 2021? And how can we prepare? In this webinar, you'll learn: • How to achieve growth with limited resources • Why and how intent data can be a core part of your strategy • Simple tactics and optimization techniques to move the needle

Scroll-Stopping Digital Ads: Planning for Success in 2021

Marketo

2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change. But as adaptable as you may be, it never hurts to get ahead! Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021. In this webinar, you'll learn: • Predictions on what's to come in the digital marketing space in 2021 • Tips and advice on how you can prepare and plan campaigns for the new year • Which digital trends to keep your eyes on

The New Age of Marketing: Predicting, Planning and Prepping for 2021

Marketo

It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible. We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021. In this webinar, you'll learn: • Which key takeaways from 2020 we should keep in mind going forward • Essential planning tools for the new year • Tips on how you can prepare to be successful in 2021

Marketing Through the Funnel: Tips for Small Yet Powerful Teams

Marketo

Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time? Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel. You'll learn: -What mix of channels will help you see the most results -How marketing automation helps small teams scale -How to structure small teams in order to get the most done

The Total Economic Impact of Marketo Engage

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In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

Art Meets Science: How Marketers Can Transform Their Results With Predictive ...

Marketo

Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

Ask Marketo Anything about Active Sales and Marketing Collaboration

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El sector educativo y el Marketing Automation: por qué funciona

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Vídeo La forma en la cual los alumnos seleccionan dónde estudiar ha cambiado. Esa búsqueda es cada vez más digital. La mayoría de las universidades y centros de formación está invirtiendo gran parte de sus presupuestos en publicidad online, aunque los resultados no siempre son los esperados. A través de este webinar, descubre cómo están logrando reducir el coste por nuevo estudiante y mejorar la rentabilidad promedio por alumno aquellas universidades que han implementado una solución de Marketing Automation.

Les différents modèles d'attribution : lequel choisir ?

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Le marketeur traditionnel se concentre sur le suivi d'activités comme la collecte de formulaires auprès des leads, les ouvertures d'e-mails et les clics sur les liens. Le marketeur moderne sait que seule la mesure du retour sur investissement prouve l'impact de ses actions et la contribution de son équipe au chiffre d'affaires. Les dirigeants attendent en effet des résultats tangibles. Or, si d'un côté votre équipe marketing suit les activités et que de l'autre votre équipe commerciale suit les recettes, vous risquez d'être confronté à une divergence d'objectifs. C'est là que l'attribution marketing entre en jeu. Dans sa forme la plus simple, l'attribution marketing B2B consiste à mettre les données marketing en corrélation avec celles des ventes. Participez à notre webinar, en collaboration avec notre partenaire AWE, le jeudi 16 avril à 11H00 et découvrez les avantages de l'attribution marketing, le modèle le plus approprié pour vous et les différentes méthodes qui vous aideront à démontrer l'impact du marketing sur le chiffre d'affaires. Au programme : Les différents modèles d'attribution : les différences, le pour, le contre. Quel est le modèle le plus approprié pour votre entreprise et quelles sont les méthodes pour démontrer l'impact du marketing sur votre chiffre d'affaires. Démonstration Marketo Engage : un outil multicanal unique pour gérer votre attribution du modèle le plus simple au plus sophistiqué. Nos intervenants :

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3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social and select the room for your session Ask questions and answer polls Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

5. Creating Epic Customer Experiences J A M I E A N D E R S O N President EMEA, Digital Experience - Marketo, An Adobe company

8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What B2B buyers are looking for 85% 84% 83% 81% 78% Treated fairly as a customer The company is serious about protecting my organisation’s data The company is serious about protecting my personal data The company always conforms to best practice in handline our data and sensitive information The brand is transparent in how it works #AdobeSummit @collsdad

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Importance of brand purpose 68% The company treats its employees well 61% The company shows a genuine engagement with diversity and inclusion for employees 64% Ensures its operations are fair to people at the end of the supply chain (e.g. Fairtrade) 60% Takes real action to support human rights at home and abroad (e.g. with robust antislavery policies) 63% The company invests in its employee’s development and shows authentic ethical values 40% The company has a clearly defined political stance or similar to my own #AdobeSummit @collsdad

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Brand purpose is key to customer retention 54% 61% 62% 78% 79% The Big Issues People Sustainability Ease of Business Security & Protection #AdobeSummit @collsdad

16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 27% cited ‘too much jargon’ among factors that drive disengagement 33% want clearly stated messages in language they understand #AdobeSummit @collsdad

17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Key takeaways ACTION #1: T h e G e n e r a t i o n G a m e Purpose matters most at the beginning of the buying process, and is critical to making it into the consideration set. Once in the consideration set focus on your product or service capabilities ACTION #2: C r e a t e E p i c E x p e r i e n c e s In a B2E world delivering a consistent personalised experience to your customers & prospect is the solution to winning more business Action 3#: C l e a r C o m m u n i c a t i o n s Avoid jargon, aim for authenticity and clarity in your communications #AdobeSummit @collsdad

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Submit your questions using the Summit App Your question, or one similar, may already be in the queue #AdobeSummit @twitterhandle Jamie Anderson Email: jamie.anderson@adobe.com Twitter: @collsdad

20. © 2019 Adobe. All Rights Reserved. Adobe Confidential. B2B8 From 10 to 100 million – how you scale your marketing smarter Marketo Engage Case Study B2B9 Time, love and intent data - a killer recipe for demand generation Marketo Engage Thought Leadership Tips & Tricks B2B10 Deliver measurable and scalable campaigns in Marketo Marketo Engage Tips & Tricks 13:00 - 13:45 14:00 - 14:45 15:00 - 15:45 Next Sessions #AdobeSummit @collsdad

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social, search the schedule and favourite the session Complete the survey Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

22. Complete the Survey to WIN! Log in to your account Enable social Download the App 1 Complete at least 9 surveys to enter the prize draw 4 One chance to win per session Please favourite the session Survey available as the session starts Win an Adobe Creative Cloud 1 Year License 3 2 Win a Surface Go The hybrid PC dream made real

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